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Similar motivation as hacking a Wordpress site, putting seo spam out there.

There’s less payoff, but people still do it.

yeah but the difficulty in hacking Nginx vs Wordpress must be orders of magnitude more difficult though

trick users into clicking malicious links, host ads, seo link farm, host other questionable content, or some people just like to deface websites

Usually SEO spam link insertion and generic Viagra spam redirects...

you can change the payload sent to users, static or not. If you serve javascript you're serving dynamic, runtime dependency injecting code.